河北三井工贸有限公司营销策略研究

工商管理论文编号:GS171  论文字数:33058,页数:43 附任务书,开题报告,文献综述

目    录
1 绪论 1
1.1论文研究背景 1
1.2论文研究的内容和方法 1
1.3论文研究意义 2
2 营销理论基础 3
2.1 4P营销理论简述 3
2.2 4P营销理论意义 4
3 三井公司营销环境分析 5
3.1 三井公司概况 5
3.2白酒行业现状 5
3.3宏观环境分析 6
3.4微观环境分析 9
3.5内部营销环境分析 11
4 三井公司市场营销现状分析 15
4.1产品现状分析 15
4.2产品价格分析 15
4.3三井公司分销渠道分析 16
4.4促销现状分析 17
4.5广告现状概况及分析 17
5 三井公司市场营销策略 19
5.1产品策略 19
5.2价格策略 21
5.3分销渠道策略 24
5.4促销策略 28
5.5广告策略 31
6 三井公司营销策略实施建议 33
6.1加大科技投入 33
6.2加强品牌管理 33
6.3推动绿色营销 34
6.4实行弹性营销 35
6.5开展整合营销 37
结束语 38
参考文献 39
致    谢 40

摘    要
 我国目前白酒企业众多，竞争日趋白热化。加之全国每年的洋酒数十万箱的消费量以及啤酒、红酒等替代品的渗透，国产白酒在酒类消费中的比重日益下降，三井的生存环境受到严峻考验。针对这一现状，本论文的撰写是通过对大量资料的收集和理论联系实际等方法进行的，其目的在为三井的发展提出自己的见解，并希望能为三井的持续健康发展做出自己的一点贡献。
 本论文首先对我国白酒产业概况、市场特征、竞争格局进行了详细的分析；然后通过对三井公司内部优势和劣势两个方面进行了详细的阐述，并分析了其面临的机遇与挑战。然后在前面分析的基础上，结合国内外成熟的市场营销理论，并以4P策略研究为主线，对三井从产品、价格、分销及促销四个方面进行了详细的分析，并据此提出了三井的市场营销策略。           
 关键词：市场营销；营销策略；实施建议

Abstract
 At present, many enterprises liquor competition intensified. And the annual consumption of wine and beer hundreds of cases, red wine, liquor and homebred infiltration of alternative expend in the wines the proportion of declining, mitsui living environment is serious test. In this situation, this paper is based on the writing of data collection and the theory of practice, etc, the purpose of development for mitsui put forward its own views, and hope for the sustained and healthy development of mitsui contribution.
 This paper first liquor-making industry in China, the market characteristics, the competition pattern are analyzed in detail, Then based on internal company mitsui the advantages and disadvantages of two aspects in detail, and analyzes its facing opportunities and challenges. Then on the basis of analysis in front, the mature market marketing theory, and to use as the main research, strategy of product, price, mitsui from four aspects of distribution and promotion are analyzed in detail, and puts forward the marketing strategies mitsui.
 Keywords: Marketing;Marketing strategies;Implementation suggestion